A Taste of Legacy
Client: Chitale Bandhu Mithaiwale | Packaging, Marketing Collaterals
Chitale Chikki is a packaging design project for a legacy Indian brand known for its traditional confections. The scope focused on reimagining the chikki range with a contemporary visual system while retaining the brand’s nostalgic appeal. I led the packaging design and client communication, developing a scalable identity across multiple flavours.
Deliverables: Flavour-wise packaging, pattern system, colour palettes
The Brief
"Modernizing a legacy without losing familiarity"
As a heritage brand, Chitale carries strong emotional recall among consumers. The challenge was to refresh the packaging to feel modern, vibrant, and shelf-ready, without distancing existing audiences or compromising the product’s traditional identity. The solution needed to clearly differentiate flavours, work across multiple SKUs, and balance authenticity with contemporary design sensibilities.
Design Approach
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Studied brand heritage to balance nostalgia with a modern visual direction
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Defined flavour identities through ingredient-led visual cues
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Built a modular geometric pattern system across the range
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Refined colour and composition for clarity and shelf impact
Inspired by the flowing consistency of caramel, this variant uses fluid, wave-like forms and warm golden hues. The patterns capture the richness and movement of caramel while maintaining a bold, contemporary aesthetic that enhances shelf visibility.
Inspired by the shape and symmetry of cardamom pods, this variant uses petal-like forms and earthy green-gold tones. The patterns highlight the warmth and spice of elaichi while adding a refined, modern character to the packaging.
The Chocolate variant is rooted in the geometry of chocolate bars, using structured grids and deep, monochromatic tones. The design conveys indulgence and depth while remaining cohesive with the broader visual system.
Drawing from the visual language of roses, the Gulkand variant features circular motifs and layered forms that echo floral structures. A deep pink and green palette reflects the flavour’s sweetness and aroma, translating a sensory experience into a graphic expression.
This flavour takes cues from vanilla sticks, expressed through soft curves and layered arcs. A light, balanced colour palette reflects the subtlety and smoothness of vanilla, creating a calm yet distinctive visual identity.
The Sesame variant is built around seed-inspired forms and droplet motifs, paired with neutral, toasted hues. The design emphasizes simplicity and authenticity, staying true to the traditional nature of the flavour while presenting it in a contemporary format.
Poster Design
My Role & Responsibilities
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Led the end-to-end packaging design for the Chitale Chikki range
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Developed the visual system, patterns, and colour palettes for each flavour
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Translated ingredient characteristics into symbolic graphic elements
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Coordinated closely with the client to align design direction and brand values
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Managed feedback, iterations, and final execution for production readiness
